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July 15, 2020

The Impact of Technology on the Customer Experience

The effect of technology on customer experience is hard to ignore. Many of today’s digital innovations make it easier for consumers to find products and services from plenty of businesses. Organizations are taking note and 89% plan to adopt a digital-first strategy to meet consumers halfway.

The key differentiator, then, is how owners and managers will use that technology to elevate the customer experience. When done correctly, it can turn casual customers into loyal fans who can elevate the business’s reputation online and in person.

Specifically, businesses can utilize two specific pieces of technology to improve the customer experience without spending too much money.

  • Review management platforms
  • Social media
 
 

How Review Technology Helps Improve the Customer Experience

The Voice of the Customer is most powerful in the form of reviews. Customer reviews data shows 92.4% of consumers use reviews to guide their ordinary purchase decisions.

However, reviews aren’t just for consumers; businesses can use them to adjust strategies and directly address customer concerns.

Gaining Insights from Reviews

Simply put, it’s difficult to pinpoint specifics about your current strategy from recent customer reviews.

With the right online review management platform, you can use valuable tools, like machine learning and A.I., to help highlight valuable specific keywords within each piece of feedback that contributed to an overall positive or negative review. When compiled with other reviews, you can then see specific trends that tell you whether you’re satisfying customers or if changes need to be made.

For instance, multiple complaints about the overall service at the restaurant might be apparent, but keyword analysis of each review can show a trend towards specifics like “long wait times,” “rude staff,” or “cold food.” Utilizing a platform that helps highlight these details in each review goes a long way to improving the experience for future visitors.

Taking Action on Reviews

After gathering valuable data from reviews, brands should also take the time to learn how to respond to negative reviews in addition to positive feedback. Customers, especially those writing negative reviews, want to be heard.

By responding in a professional manner and taking their complaints to heart, you show a acknowledge the value of each person that comes through your doors. Taking the time to reply also puts you at a competitive advantage because customer reviews research only shows 36.7% of consumers get a response to their review. It’s a massive differentiator that will make any brand stand out in the customer’s mind.

Depending on the number of locations and customer volume, responding to reviews can take up valuable time and resources. With the right reputation management software, the responding process can be drastically reduced with templates on top of custom responses to more serious pieces of feedback.

a screenshot of a review response template on reviewtrackers

How Social Media Technology Improves Customer Experience

In some ways, the prevalence of social media means that people already have an idea of the customer experience you provide before they even visit a location. Even though you can afford to have a more casual tone on Facebook and Twitter, you still need to have the right social media reputation management strategies in place to make current and future consumers comfortable with doing business with you.

This means doing more than just promoting new items, services, or promotions, and taking a more proactive role in community management. Take some time to respond to comments or questions; create a conversation with loyal followers; or field some questions of your own to get more people involved with the brand.

There are even opportunities for you to post social media reviews from customers. People are more trusting of genuine customer reviews than traditional marketing copy. Utilizing user-generated content in this way saves you money and time and serves as the valuable social proof needed to convert people into customers.

an image of someone using social media to enhance the customer experience

Upgrade Your Customer Experience

The customer experience will continue to change as your business grows, and using today’s technology will help you adapt to fluctuating customer trends. Taking an active part towards reviews and social media platforms helps you monitor these changes as they happen, and these tools are also valuable parts of a strong brand reputation management strategy. Over time, making data-driven changes to your customer experience can yield more loyal customers and an online reputation that is the envy of your competitors.

Leverage data and insights to elevate your customer experience and grow your business.

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